A UTM code is a simple code that you can attach to a custom URL in order to track a source, medium, and campaign name. This enables Google Analytics to tell you where searchers came from as well as what campaign directed them to you.

When integrated with Google Analytics, ROI automatically pulls in the UTM fields of Campaign Source, Campaign Medium, and Campaign Name.

A user could pull in additional UTM data using a tool such as Google’s Campaign URL Builder. Using this tool could pull in fields such as Campaign Term and Campaign Content into ROI using the generated URL.